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FEDERAL COURT OF AUSTRALIA Australian Competition and Consumer Commission v Homeopathy Plus! Australia Pty Limited (No 2) [2015] FCA 1090 Citation: Parties: Australian Competition and Consumer Commission v Homeopathy Plus! Australia Pty Limited (No 2) [2015] FCA 1090 AUSTRALIAN COMPETITION AND CONSUMER COMMISSION v HOMEOPATHY PLUS! AUSTRALIA PTY LIMITED and FRANCES MERCIA SHEFFIELD File number: NSD 256 of 2013 Judge: PERRY J Date of judgment: 13 October 2015 Catchwords: CONSUMER LAW where representations made on respondent company s website that the whooping cough vaccine is ineffective and there is a reasonable basis in medical science for stating that homeopathy is an effective alternative where representations misleading and deceptive contrary to ss 18 and 29, Australian Consumer Law where grant of injunctive relief appropriate where parties submissions as to appropriate amount of any penalty disregarded as irrelevant (Director, Fair Work Building Industry Inspectorate v Construction, Forestry, Mining and Energy Union [2015] FCA 59; (2015) 229 FCR 331) whether to quantify penalty as separate contraventions or one or more courses of conduct consideration of relevant factors in imposing pecuniary penalty under s 224, Australian Consumer Law where significance of loss and damage is potential to divert customers from vaccinating themselves and those in their care posing grave risks of harm to them and the community where little weight given to absence of proof of actual loss or harm where contraventions extremely serious due to grave risks posed to public health where general and specific deterrence primary consideration whether imposition of pecuniary penalty would be crushing on individual contravener due to extenuating personal circumstances COSTS where no reason to depart from general principle

- 2 - that costs follow the event where individual respondent submitted that the company should bear costs exclusively or predominantly where no basis for differentiating between respondents in their conduct of the case where ordinary course that an order for costs be joint and several between respondents followed Legislation: Cases cited: Australian Consumer Law (Competition and Consumer Act 2010 (Cth), Schedule 2), ss 18, 29, 224, 232 Competition and Consumer Act 2010 (Cth), s 137H Australian Competition and Consumer Commission v ACN 135 183 372 (in liquidation) (formerly known as Energy Watch Pty Ltd ) [2012] FCA 749 Australian Competition and Consumer Commission v Australian Safeway Stores Pty Ltd (1997) 145 ALR 36 Australian Competition and Consumer Commission v Breast Check Pty Ltd (No 2) [2014] FCA 1068 Australian Competition and Consumer Commission v Coles Supermarkets Australia Pty Limited [2015] FCA 330 Australian Competition and Consumer Commission v Dataline.net.au Pty Ltd (in liq) [2007] FCAFC 146; (2007) 161 FCR 513 Australian Competition and Consumer Commission v EnergyAustralia Pty Ltd [2015] FCA 274 Australian Competition and Consumer Commission v Homeopathy Plus! Australia Pty Limited [2014] FCA 1412; (2014) 146 ALD 278 Australian Competition and Consumer Commission v MSY Technology Pt Ltd (No 2) [2011] FCA 382; (2011) 279 ALR 609 Australian Competition and Consumer Commission v Safe Breast Imaging Pty Ltd (No 2) [2014] FCA 998 Australian Competition and Consumer Commission v Singtel Optus Pty Ltd (No 4) [2011] FCA 761; (2011) 282 ALR 246 Australian Competition and Consumer Commission v TPG Internet Pty Ltd [2013] HCA 54; (2013) 250 CLR 640 Australian Competition and Consumer Commission v Visa Inc [2015] FCA 1020 Australian Competition and Consumer Commission v Z-Tek Computer Pty Ltd (1997) 78 FCR 197 Barbaro v The Queen [2014] HCA 2; (2014) 253 CLR 58 Director, Fair Work Building Industry Inspectorate v Construction, Forestry, Mining and Energy Union [2015] FCA 59; (2015) 229 FCR 331 Dowdell v Knispel Fruit Juices Pty Ltd [2003] FCA 1276 Global Sportsman Pty Ltd v Mirror Newspapers Pty Ltd (1984) 2 FCR 82 Hughes v Western Australian Crick Association (Inc.)

Date of hearing: 22 April 2015 Date of last submissions: 25 May 2015-3 - (1986) ATPR 40-748 Jones v Sterling (1982) 63 FLR 216 Markarian v The Queen [2005] HCA 25; (2005) 228 CLR 357 Noone (Director of Consumer Affairs Victoria) v Operation Smile (Aust) Inc [2012] VSCA 91; (2012) 38 VR 569 NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (1996) 71 FCR 285 Ruddock v Vadarlis (No 2) [2001] FCA 1865; (2001) 115 FCR 229 Scott v Secretary, Department of Social Security (No 2) [2000] FCA 1450 Singtel Optus Pty Ltd v Australian Competition and Consumer Commission [2012] FCAFC 20; (2012) 287 ALR 249 SZAFV v Minister for Immigration & Multicultural & Indigenous Affairs [2003] FCA 1457 Tax Practitioners Board v Li [2015] FCA 233 TPG Internet Pty Ltd v Australian Competition and Consumer Commission [2012] FCAFC 190; (2012) 210 FCR 227 Trade Practices Commission v Nicholas Enterprises Pty Ltd (1979) 28 ALR 201 Place: Division: Category: Sydney GENERAL DIVISION Catchwords Number of paragraphs: 94 Counsel for the Applicant: Solicitor for the Applicant: Counsel for the Respondents: Solicitor for the Respondents: Ms R Higgins Corrs Chambers Westgarth Mr M White Mackenzie and Vardanega Solicitors

IN THE FEDERAL COURT OF AUSTRALIA NEW SOUTH WALES DISTRICT REGISTRY GENERAL DIVISION NSD 256 of 2013 BETWEEN: AND: AUSTRALIAN COMPETITION AND CONSUMER COMMISSION Applicant HOMEOPATHY PLUS! AUSTRALIA PTY LIMITED First Respondent FRANCES MERCIA SHEFFIELD Second Respondent JUDGE: PERRY J DATE OF ORDER: 13 OCTOBER 2015 WHERE MADE: SYDNEY THE COURT ORDERS THAT: 1. The First Respondent and the Second Respondent cease publishing and remove from the website www.homeopathyplus.com.au permanently: (a) (b) (c) the article entitled Whooping Cough Homeopathic Prevention and Treatment published from 1 January 2011 until around 26 April 2012; the article entitled Whooping Cough Homeopathic Prevention and Treatment published from 11 January 2013 until around March 2013 and; the article entitled Government Data Shows Whooping Cough Vaccine a Failure published from 3 February 2012 until around March 2013. 2. The First Respondent and Second Respondent be restrained, whether by themselves, their agents, servants or howsoever otherwise, for a period of five years from making any statements or representations, in trade or commerce, in connection with the supply or possible supply of homeopathic treatments or products (Homeopathic Treatments) or in connection with the promotion of the supply of Homeopathic Treatments, to the effect that the vaccine publicly available in Australia for whooping cough (Vaccine): (a) (b) is short-lived in protecting against whooping cough; is unreliable in protecting against whooping cough;

- 2 - (c) (d) (e) (f) (g) is no longer effective in protecting against whooping cough; may not be the best solution for protecting against whooping cough; is of limited effect in protecting against whooping cough; is unreliable at best in protecting against whooping cough; and/or is largely ineffective in protecting against whooping cough, for so long as the Vaccine is effective in protecting a significant majority of people who are exposed to the whooping cough infection from contracting whooping cough. 3. The First Respondent and Second Respondent be restrained, whether by themselves, their agents, servants or howsoever otherwise, for a period of five years from making any statements or representations, in trade or commerce, in connection with the supply or possible supply of Homeopathic Treatments or in connection with the promotion of the supply of Homeopathic Treatments, to the effect that Homeopathic Treatments are a safe and effective alternative to the Vaccine for the prevention of whooping cough, for so long as: (a) (b) there is no reasonable basis, in the sense of an adequate foundation, in medical science to enable the First Respondent and the Second Respondent to state that Homeopathic Treatments are safe and effective as an alternative to the Vaccine for the prevention of whooping cough; and the Vaccine is the only treatment approved for use by the Therapeutic Goods Administration for inclusion on the National Immunisation Program for the prevention of whooping cough. 4. Given Orders 2 and 3 above, the Respondents are released from the undertaking by their counsel given on 1 March 2013. 5. Pursuant to s 224 of the Australian Consumer Law, the First Respondent pay to the Commonwealth within 30 days of the making of this Order by the Court a pecuniary penalty of $115,000 in respect of the acts constituting its contraventions of s 29(1)(a), (b) and (g) of the Australian Consumer Law. 6. Pursuant to s 224 of the Australian Consumer Law, the Second Respondent pay to the Commonwealth within 90 days of the making of this Order by the Court a pecuniary penalty of $23,000 in respect of the acts constituting her contraventions of s 29(1)(a), (b) and (g) of the Australian Consumer Law.

- 3-7. A copy of the reasons for judgment given on 22 December 2014, with the seal of the Court thereon, be retained in the Court for the purposes of section 137H of the Competition and Consumer Act 2010 (Cth). 8. The Respondents pay the Applicant s costs of the proceeding as agreed or assessed. Note: Entry of orders is dealt with in Rule 39.32 of the Federal Court Rules 2011.

- 2-4.4.3 The circumstances in which the contraventions took place (s 224(2)(b)) [44] 4.4.4 Whether the contravener has shown a disposition to cooperate with the authorities responsible for the enforcement of the ACL in relation to the contravention [51] 4.4.5 Whether the respondents have previously engaged in similar conduct (s 224(2)(c)) [53] 4.4.6 The size and financial position of Homeopathy Plus and the financial position and other personal circumstances of Mrs Sheffield [54] 4.4.7 Senior management in the conduct and whether Homeopathy Plus' corporate culture was conducive to compliance with the ACL [61] 4.4.8 The need for general deterrence [62] 4.4.9 The deliberateness of the respondents conduct [67] 4.4.10 Specific deterrence [68] 4.4.11 The parity principle [75] 4.4.12 The appropriate penalty [81] 5 ORDER FOR RETENTION OF SEALED REASONS FOR JUDGMENT [85] 6 COSTS 7 CONCLUSIONS [86] [94] 1. INTRODUCTION 1 In reasons delivered on 22 December 2014, I concluded that the respondents, Homeopathy Plus! Australia Pty Limited (Homeopathy Plus) and Frances Mercia Sheffield had engaged in misleading and deceptive conduct in trade or commerce and thereby contravened ss 18 and 29 of the Australian Consumer Law (Schedule 2 of the Competition and Consumer Act 2010 (Cth)) (ACL): Australian Competition and Consumer Commission v Homeopathy Plus! Australia Pty Limited [2014] FCA 1412; (2014) 146 ALD 278 (the liability judgment). Those contraventions arose from representations that the vaccine publicly available in

- 3 - Australia for whooping cough (the Vaccine) was ineffective and that there was a reasonable basis in medical science for stating that homeopathic treatments are a safe and effective alternative to the Vaccine. 2 At the same time as I delivered my reasons, declarations were made giving effect to the conclusions reached in the liability judgment in the following terms: (1) The First Respondent and the Second Respondent have in trade and commerce: (a) engaged in conduct that was misleading and deceptive or was likely to mislead and deceive, in contravention of section 18 of the Australian Consumer Law ( ACL ); and (b) in connection with the supply or possible supply of homeopathic treatments or products ( Homeopathic Treatments ), and in connection with the promotion of the supply of Homeopathic Treatments, made false or misleading representations that the vaccine publicly available in Australia for whooping cough ( Vaccine ) is of a particular standard or quality in contravention of sections 29(1)(a) and (b) of the ACL, by publishing, or causing to be published, on the website www.homeopathyplus.com.au ( Website ): (c) from 1 January 2011 until around 26 April 2012, an article entitled Whooping Cough Homeopathic Prevention and Treatment (the First Whooping Cough Article ) in which a representation was made to the effect that the Vaccine is short-lived, unreliable and no longer effective in protecting against whooping cough; (d) from 11 January 2013 until around March 2013, an article entitled Whooping Cough Homeopathic Prevention and Treatment (the Second Whooping Cough Article ) in which a representation was made to the effect that the Vaccine may not be the best solution for, is of limited effect, and is unreliable at best, in protecting against whooping cough; and (e) from 3 February 2012 until around March 2013 an article entitled Government Data Shows Whooping Cough Vaccine a Failure (the Government Article ) in which a representation was made to the effect that the Vaccine is largely ineffective in protecting against whooping cough; when, in fact, the Vaccine is effective in protecting a significant majority of people who are exposed to the whooping cough infection from contracting whooping cough. (2) The First Respondent and the Second Respondent have in trade or commerce: (a) engaged in conduct that was misleading and deceptive or was likely to mislead and deceive, in contravention of section 18 of the ACL; (b) in connection with the supply or possible supply of Homeopathic Treatments, and in connection with the promotion of the supply of Homeopathic Treatments, made false or misleading representations that the Homeopathic Treatments are of a particular standard or quality in contravention of section 29(1)(a) and (b) of the ACL; and (c) in connection with the supply or possible supply of Homeopathic Treatments, and in connection with the promotion of the supply of Homeopathic Treatments, made false or misleading representations that Homeopathic Treatments have a use or benefit in contravention

- 4 - of section 29(1)(g) of the ACL, by publishing, or causing to be published, on the Website: (d) the First Whooping Cough Article; (e) the Second Whooping Cough Article; and (f) the Government Article in conjunction with the Second Whooping Cough Article, in which representations were made to the effect that there was a reasonable basis, in the sense of an adequate foundation, in medical science to enable it or them (as the case may be) to state that Homeopathic Treatments are a safe and effective alternative to the Vaccine for the prevention of whooping cough when, in fact: (g) there is no reasonable basis, in the sense of an adequate foundation, in medical science to enable the First Respondent and the Second Respondent to state that Homeopathic Treatments are safe and effective as an alternative to the Vaccine for the Prevention of Whooping Cough; and (h) the Vaccine is the only treatment currently approved for use and accepted by medical practitioners in Australia for the prevention of whooping cough. 3 For convenience and consistently with the liability judgment, I will describe the representations as to the alleged lack of effectiveness of the Vaccine referred to in paragraph (1) of the declaration as the Vaccine Representations and the representations as to the alleged effectiveness of homeopathic treatments in prevention of whooping cough referred to in paragraph (2) as the Homeopathy Alternative Reasonable Basis Representations. 4 Following delivery of the liability judgment, a hearing was held on penalty with further evidence being led. The terms of any injunctive relief and other final relief were also argued at that hearing. As I later explain, supplementary submissions were filed by the applicant by leave following delivery of judgment by the Full Court of the Federal Court in Director, Fair Work Building Industry Inspectorate v Construction, Forestry, Mining and Energy Union [2015] FCA 59; (2015) 229 FCR 331 (FWBII v CFMEU). 2. THE EVIDENCE 5 The applicant led evidence as to the existence of a webpage on the website of Homeopathy Plus (the Website) concerning homeoprophylaxis in April 2015. The evidence was led to support the applicant s submission as to the need for specific deterrence and was not objected to on that basis. Mrs Sheffield also gave evidence by affidavit sworn 16 March 2015. She was not cross-examined on that evidence. 3. INJUNCTIONS 6 The Court has power to grant an injunction under s 232 of the ACL in such terms as the Court considers appropriate on the application of the ACCC if satisfied that a person has

- 5 - engaged or is proposing to engage in conduct that constitutes or would constitute, relevantly, a contravention of a provision of Chapter 2 or 3 in which ss 18 and 29(1)(a), (b) and (g) respectively appear. The power is a broad one, extending under subs (4) to the grant of an injunction irrespective of, for example, whether it appears to the Court that the person intends to engage again in the contravening conduct or whether there is an imminent danger of substantial damage to any other person if the person engages in conduct of that kind. The power is subject to at least three limitations (Australian Competition and Consumer Commission v Z-Tek Computer Pty Ltd (1997) 78 FCR 197 at 202-4 (Merkel J)): (1) it is confined by reference to the scope and purpose of the ACL, which would include injunctive relief designed to prevent a repetition of the conduct for which the relief is sought; (2) as the Court must be satisfied that the injunction sought is appropriate, there must be a sufficient nexus or relationship between the contraventions and the injunction sought; and (3) the injunction must relate to the case or controversy the subject of the proceeding. 7 As finally formulated, the ACCC seeks orders that the respondents: (1) be permanently restrained from publishing the First Whooping Cough Article, the Second Whooping Cough Article and the Government Article (the Three Articles); (2) be restrained for a period of 5 years from making representations in trade or commerce, in connection with the supply, possible supply or promotion of homeopathic treatments or products, to the effect that: a) the whooping cough Vaccine is, among other things, short-lived, unreliable and no longer effective, for so long as the Vaccine is effective in protecting a significant majority of people who are exposed to the whooping cough infection from contracting whooping cough; b) homeopathic treatments are a safe and effective alternative to the Vaccine for the prevention of whooping cough, for so long as there is no reasonable basis in medical science to enable the respondents to state so, and the Vaccine is the only treatment approved for use by the Therapeutic Goods Administration for inclusion on the National Immunisation Program for the prevention of whooping cough.

- 6-8 The respondents did not oppose the grant of an injunction in these terms. However, they submitted that in the reasons which accompany the decision on penalty and other relief, a number of matters should be noted, allegedly to clarify the scope of the injunctions, and that the logical, but narrow, import of the Federal Court s decision is that Mrs Sheffield may not re-publish these specific articles or say the same things as written in those articles within the commercial context (emphasis added). 9 With respect, the submission is misconceived. First the injunction is the operative order which is required to be obeyed and must embody in its own terms with precision the conduct which it restrains. As such, any narrowing of the scope of the injunction can be effected only by narrowing the terms of the injunction itself. Yet the respondents did not seek any such amendment. 10 Secondly, even if it were suggested that the injunction should be limited in this way, I do not consider that that would be appropriate. Different words could be used to convey representations to the same effect as the contravening representations and be equally misleading and deceptive. 11 Thirdly, I agree with the ACCC s concerns that the respondents may, absent injunctions in the terms proposed, engage in the offending conduct again in trade and commerce and in connection with the supply or possible supply of homeopathic treatments. In this regard, I note that the Second Whooping Cough Article was Mrs Sheffield s attempt to address the concerns raised by the ACCC with respect to the First Whooping Cough Article but was also found to be in breach of ss 18 and 29 of the ACL. Further, Mrs Sheffield admits that she is a passionate advocate of homeoprophylaxis and that this passion leads her to advocate against vaccination because she believes homeoprophylaxis is the better approach. This passion has been pursued in publishing the Three Articles in conjunction with promoting her online shop. Nor, as the ACCC submits, has Mrs Sheffield demonstrated any remorse either in her evidence at trial or in her affidavit on penalty, or promised not to engage in the impugned conduct again. As such, given that Mrs Sheffield is the sole director of Homeopathy Plus and is responsible for all of the content uploaded to the Website, I consider that there is a real, if not significant, risk that the respondents will engage in the contravening conduct again absent the injunction. 12 In the fourth place, the contravening representations posed a grave risk of serious harm to the health and safety of those consumers who may rely upon them and, in the case of parents, to

- 7 - their infants and children, should they be persuaded not to vaccinate. Any future contravention along the same lines carries the same risks. 13 Furthermore, as in Australian Competition and Consumer Commission v Breast Check Pty Ltd (No 2) [2014] FCA 1068 (Breast Check) at [44] (Barker J), it is in the public interest to grant an injunction as it appropriately reinforces the understanding in the public mind, and to other would-be operators of such businesses, that considerable care needs to be taken to comply with consumer laws so as not to put the public interest and, more particularly, members of the public, at risk. 14 Finally, the injunctions do not forbid the respondents from holding or expressing opinions. They prevent the respondents from making representations to the effect of those found to be false and misleading in contravention of the ACL when made in trade and commerce in connection with the supply or possible supply of homeopathic treatments or products. As the ACCC submits, representations made by the respondents in trade and commerce must be held to standards of responsible accuracy. It is well established that matters of consumer protection and the prohibition of misleading and deceptive conduct in s 18 of the ACL are a justifiable limitation on the common law doctrine of freedom of speech: Global Sportsman Pty Ltd v Mirror Newspapers Pty Ltd (1984) 2 FCR 82 at 86 87 (the Court); Noone (Director of Consumer Affairs Victoria) v Operation Smile (Aust) Inc [2012] VSCA 91; (2012) 38 VR 569 at 610 [144]-[145] (Nettle JA). 15 In all of the circumstances, I am satisfied that it is appropriate to make the injunctions sought by the ACCC. 4. PENALTY 4.1 The decision in Director, Fair Work Building Industry Inspectorate v CFMEU delivered after judgment on penalty was reserved 16 After judgment on penalty and other final orders was reserved, the Full Court of the Federal Court delivered judgment in FWBII v CFMEU. In that decision, the Full Court held that the Court s task in proceedings for the imposition of a pecuniary penalty is to fix the appropriate penalty in the exercise of discretion. A submission made by the parties, agreed or otherwise, as to an appropriate penalty or range of penalties is an impermissible expression of an opinion, and is irrelevant and contrary to the process of instinctive synthesis which the exercise of discretion requires (FWBII v CFMEU at 335 [3], 376 [138]-[139], 388 [180], 391-392 [190]-[194] and 404-405 [239]-[241] (the Court)). In so holding, the Full Court held that

- 8 - the decision of the High Court in Barbaro v The Queen [2014] HCA 2; (2014) 253 CLR 58 (Barbaro) concerning the exercise of the sentencing discretion in criminal trials was equally applicable to the exercise of discretion to set a pecuniary penalty in civil proceedings instituted by the regulator. 17 As a result, the parties were granted leave to provide further written submissions on the effect of that decision, together with copies of the transcript and the earlier submissions on penalty from which all submissions by the ACCC as to the suggested amount of penalty were redacted. The respondents accepted that the ACCC had redacted the appropriate references to penalty in the relevant documents. In the circumstances I have not had regard to the redacted paragraphs of the applicant s outline of submissions on relief, redacted penalty amounts in the applicant s proposed minutes of final orders, or redacted passages from the transcript. 18 The ACCC submitted, and I agree, that the Court may still however have regard to the remaining parts of its outline of submissions on relief which address the facts and evidence, the relevant principles including penalty factors, and comparable decisions to the extent that those decisions did not involve the Court s approval of agreed pecuniary penalties. As to the last of these points, however, as the applicant also pointed out, the Full Court considered in FWBII v CFMEU that decisions in which a penalty was imposed following the matter being resolved by consent may not be treated as helpful in future cases, save to the extent that they indicate a position by a regulator to which it should be held in later cases (at 404 [238]). 4.2 Penalty principles 19 The principles governing the imposition of a penalty were not in dispute. Under s 224 of the ACL, the Court is empowered to order a person to pay to, relevantly, the Commonwealth such pecuniary penalty, in respect of each act or omission by the person to which [s 224] applies, as the court determines to be appropriate. That provision applies relevantly only to the contravention of s 29 of the ACL which is located within Part 3-1 of the ACL. Section 224 has no application to s 18. 20 Section 224(2) provides that in determining the appropriate pecuniary penalty, the Court must have regard to all relevant matters including: (1) the nature and extent of the act or omission and of any loss or damage suffered as a result of the act or omission; and

- 9 - (2) the circumstances in which the act or omission took place; and (3) whether the person has previously been found by a court in proceedings under Chapter 4 or Part 5-2 to have engaged in any similar conduct. 21 Otherwise, potentially relevant factors, as identified in Australian Competition and Consumer Commission v Singtel Optus Pty Ltd (No 4) [2011] FCA 761; (2011) 282 ALR 246 at 250-251 [11] (Perram J), include: (1) the size of the contravening company; (2) the deliberateness of the contravention and period over which it extended; (3) whether the contravention arose out of the conduct of senior management of the contravener or at some lower level; (4) whether the contravener has a corporate culture conducive to compliance with the ACL as evidenced by, for example, educational programs and disciplinary or other corrective measures in response to an acknowledged contravention; (5) whether the contravener has shown a disposition to cooperate with the authorities responsible for the enforcement of the ACL in relation to the contravention; (6) whether the contravener has engaged in similar conduct in the past; (7) the financial position of the contravener; and (8) whether the contravening conduct was systematic, deliberate or covert. 22 The list is not exhaustive and should not be approached in a regimental formulaic way. As Wigney J recently pointed out in Australian Competition and Consumer Commission v Visa Inc [2015] FCA 1020 (ACCC v Visa) at [83], to do that would impermissibly constrain or formalise what is, at the end of the day, a broad evaluative judgment. 23 The process of arriving at the appropriate sentence for a criminal offence involves an intuitive or instinctive synthesis of all of the relevant factors: Markarian v The Queen [2005] HCA 25; (2005) 228 CLR 357 (Markarian) at 373-374 [35]-[37] (Gleeson CJ, Gummow, Hayne and Callinan JJ). The same approach has been held to apply to civil penalties under the ACL and its predecessor provision in the Trade Practices Act 1974 (Cth): TPG Internet Pty Ltd v Australian Competition and Consumer Commission [2012] FCAFC 190; (2012) 210 FCR 227 at 294 [145] (the Court); Australian Competition and Consumer Commission v EnergyAustralia Pty Ltd [2015] FCA 274 at [103] (Gordon J); Australian Competition and Consumer Commission v Coles Supermarkets Australia Pty Limited [2015] FCA 330 (ACCC

- 10 - v Coles) at [6] (Allsop CJ). Instinctive synthesis was helpfully described by McHugh J in Markarian as meaning the method of sentencing by which the judge identifies all the factors that are relevant to the sentence, discusses their significance and then makes a value judgment as to what is the appropriate sentence given all the factors of the case (at 378 [51]). In short, as Gaudron, Gummow and Hayne JJ explained in Wong v The Queen [2001] HCA 64; (2001) 207 CLR 584 at 611 [75] (in a passage approved in Markarian at 374 [37]), the task of the sentencer is to take account of all of the relevant factors and to arrive at a single result which takes due account of them all (emphasis in original). 24 Accordingly, as the High Court recently emphasised in Barbaro at 72 [34]-[35] (French CJ, Hayne, Kiefel and Bell JJ), sentencing (and by analogy, setting a pecuniary penalty) is not a mathematical exercise: Sentencing an offender is not, and cannot be undertaken as, some exercise in addition or subtraction. A sentencing judge must reach a single sentence for each offence and must do so by balancing many different and conflicting features. The sentence cannot, and should not, be broken down into some set of component parts. As the plurality said in Wong v The Queen [(2001) 207 CLR 584 at 611 [75]], [s]o long as a sentencing judge must, or may, take account of all of the circumstances of the offence and the offender, to single out some of those considerations and attribute specific numerical or proportionate value to some features, distorts the already difficult balancing exercise which the judge must perform (original emphasis). No less importantly, any determination of the bounds of an available range of sentences would have to depend upon first, what considerations are judged to bear upon the fixing of sentence and secondly, what effect is given to those considerations. 25 The deterrent effect of a pecuniary penalty is a particularly significant consideration to which regard must be had when determining an appropriate penalty for commercial and competition related contraventions, including s 29. As the Full Court said in the context of assessing a pecuniary penalty for a consumer protection contravention by a corporation in Singtel Optus Pty Ltd v Australian Competition and Consumer Commission [2012] FCAFC 20; (2012) 287 ALR 249 (Singtel Optus) at 265 [62], in relation to offences of calculation by a corporation where the only punishment is a fine, the punishment must be fixed with a view to ensuring that the penalty is not such as to be regarded by that offender or others as an acceptable cost of doing business. The High Court approved this statement in Australian Competition and Consumer Commission v TPG Internet Pty Ltd [2013] HCA 54; (2013) 250 CLR 640 at 659 [66], explaining at 659 [65]: General and specific deterrence must play a primary role in assessing the appropriate penalty in cases of calculated contravention of legislation where commercial profit is

- 11 - the driver of the contravening conduct. 26 In considering the appropriate penalty to secure deterrence, some consideration must be given to the size and financial position of the contravener. The sum required to achieve the object of the deterrence will be larger where the company has vast resources than in the case of a small company: NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (1996) 71 FCR 285 (NW Frozen Foods) at 293 (Bruchett and Kiefel JJ); ACCC v Visa at [96] (Wigney J). 27 In this process, careful attention to maximum penalties will always be required because the legislature has legislated for them, they invite comparison between the case before the court and the worst possible case, and they provide, taken and balanced with all of the other relevant factors, a yardstick: Markarian at 372 [31] (Gleeson CJ, Gummow, Hayne and Callinan JJ). However, even where the maximum penalty is high and the amount necessary to provide effective deterrence is large, the amount of the penalty cannot be so high as to be oppressive. As Burchett and Kiefel JJ explained in NW Frozen Foods, [p]lainly, if deterrence is the object, the penalty should not be greater than is necessary to achieve this object; severity beyond that would be oppression (at 293). 28 The Court may in some cases derive assistance from penalties imposed previously in comparable cases, particularly where those cases establish a pattern or range of penalties imposed for like contraventions. That assistance is subject to the caveat following the decision in FWBII v CFMEU explained at [18] above. 29 Finally, as the ACCC submits, the total penalty for related offenses ought not to exceed what is proper for the entire contravening conduct involved (the totality principle). The totality principle operates as a final check. As Goldberg J explained in Australian Competition and Consumer Commission v Australian Safeway Stores Pty Ltd (1997) 145 ALR 36: The totality principle is designed to ensure that overall an appropriate sentence or penalty is appropriate and that the sum of the penalties imposed for several contraventions does not result in the total of the penalties exceeding what is proper having regard to the totality of the contravening conduct involved. 30 Alternatively as I explain below in certain circumstances it may be appropriate for the Court to treat a number of contraventions as a course of conduct so as to warrant the imposition of only one penalty.

- 12-4.3 The respondents position as to penalty 31 The respondents submit that in exercising its discretion the Court should not order a pecuniary penalty against Mrs Sheffield personally and should significantly temper the pecuniary penalty against Homeopathy Plus. I consider the respondents specific submissions in support of their respective positions in the course of considering the relevant factors. 4.4 Consideration of relevant factors 4.4.1 Quantifying the contraventions maximum penalty and course of conduct 32 As a corporate respondent, the maximum penalty that may be imposed on Homeopathy Plus for each contravention is $1.1 million, while in Mrs Sheffield s case, the maximum penalty that may be imposed for each contravention is $220,000 (s 224(3), item 2, ACL). A person is not liable to more than one pecuniary penalty in respect of the same conduct if the conduct constitutes a contravention of two or more penalty provisions (s 224(4), ACL). In this proceeding, the ACCC submitted that the maximum penalty that can be imposed against Homeopathy Plus is $6.6 million and against Mrs Sheffield, $1.32 million, comprising six acts or omissions for each respondent for the making of two offending representations in contravention of s 29 of the ACL in each of the Three Articles published on the Website. 33 However, as I have mentioned, where there are multiple contraventions, it is also within the Court s discretion to consider whether a number of contraventions should be treated as separate contraventions for penalty purposes, or as falling within one or more courses of conduct: Australian Competition and Consumer Commission v MSY Technology Pt Ltd (No 2) [2011] FCA 382; (2011) 279 ALR 609 at 630 [97] (Perram J); Australian Competition and Consumer Commission v Safe Breast Imaging Pty Ltd (No 2) [2014] FCA 998 (Safe Breast Imaging) at [31] (Barker J). Typically the purpose in so doing is to ensure the punishment fits the contravention and the penalty outcome is not artificially, and unjustly, inflated because of the sheer number of contraventions found : Safe Breast Imaging at [31] (Barker J); see also ACCC v Coles at [17]-[18] (Allsop CJ). 34 Ultimately each case must be approached on its own facts. The Vaccine Representations and the Homeopathy Alternative Reasonable Basis Representations were made together in the First and Second Whooping Cough Articles in order relevantly to promote the online store. They were, in effect, two sides of the same coin and are not readily treated separately. In my view, the two representations in the case of each of these articles ought fairly to be

- 13 - considered as part of the same contravention. To do otherwise would, in my view, produce an artificial and unjust outcome on penalty. 35 The position with the Government Article is more complex. The Government Article in its own terms contained the Vaccine Representation and I consider that constitutes a separate contravention. It was only in conjunction with the Second Whooping Cough Article that the Government Article made the Homeopathy Alternative Reasonable Basis Representation. That being so, in my view the Homeopathy Alternative Reasonable Basis Representation in the Government Article ought properly to be considered as part of the same course of conduct as the Second Whooping Cough Article for the purposes of setting a penalty. 36 In those circumstances, the starting approach to a pecuniary penalty assessment is that Homeopathy Plus is liable to a maximum pecuniary penalty of $3.3 million and Mrs Sheffield to a maximum pecuniary penalty of $660,000. 4.4.2 The nature and extent of the acts or omissions and any loss or damage suffered (s 224(2)(a)) 37 The representations were made in the Three Articles published on the Website which hosts an online shop for the purchase of homeopathy treatments and products. As I have mentioned, Mrs Sheffield, the sole director of Homeopathy Plus, is the author of the Three Articles, was solely responsible for the content uploaded onto the Website and uploaded the Three Articles. Mrs Sheffield has promoted the prophylactic qualities of homeopathy through Homeopathy Plus for several years. 38 Mrs Sheffield s evidence fell well short of providing any credible basis for the impugned representations regarding the Vaccine. To the contrary, the evidence emphatically established that the Vaccine is effective. Conversely, there was no evidence of any support even among peak homeopathic associations for the use of homeopathy treatments as an alternative to the Vaccine, nor any published literature that supported the efficacy or effectiveness of homeopathic treatments as an alternative to the Vaccine. 39 The key issue here, in my view, in considering the significance of loss and damage, is not the question of the effect of the conduct on other competitors, but the potential to divert consumers from immunising themselves and those in their care, with potential risks to their health and to the broader community (see by analogy e.g. Breast Check at [29] (Barker J)).

- 14-40 On this issue, the respondents stress in mitigation of penalty that no consumer was shown to have suffered loss or damage; nor was any evidence led of any consumer complaint. However, if even one consumer has been diverted from vaccinating to her or his detriment, or to the detriment of those in their care such as an infant, the potential consequences to their health may be very serious and at worst, fatal. These risks were increased by the informative style adopted in the articles including that the deficiencies in the Vaccine were presented as if they were established and accepted in orthodox medicine. This impression was only reinforced by the terms of the disclaimer that appeared before a visitor could access the Second Whooping Cough Article in the members area of the Website. 41 Nor is this a case where the evidence suggests a narrow publication of the offending representations. The Three Articles were published on the internet and accessible to any member of the general public including for the period that the Second Whooping Cough Article was accessible only in the members area of the Website. 42 In these circumstances, I do not consider that much weight can be given to the absence of proof of actual loss or damage. I am reinforced in this view by the fact that the number of persons who accessed the Website during the period when the Three Articles were published on the Website is likely to have been substantial. So much may be inferred from the fact that as at 28 June 2013, being some three or four months after the Second Whooping Cough Article and the Government Article were removed from the Website, there were 12,041 subscribers to the email newsletters. Added to this, the period for which the representations were made on the Website were lengthy, particularly in the case of the contravening representations made in the First Whooping Cough Article which was published from 1 January 2011 until 26 April 2012 and the Vaccine Representation in the Government Article which was published from 3 February 2012 to around March 2013. It should also be borne in mind that this is a case where the representations are such that actual loss or damage may not readily be proved such as in a case where children may have suffered injury as a result of misleading and deceptive representations to their parents about the safety or age appropriateness of a toy. It is also a case where injury consequential on heeding the representation, i.e. a consumer or child contracts the disease or suffers more severe symptoms, may not occur for some time. Moreover, at a general level, such representations risk serious harm to the Australian community in potentially reducing the capacity of communities to cocoon vulnerable infants and others, and to achieve herd immunity.

- 15-43 I therefore agree with the ACCC that the respondents conduct in making the impugned representations in trade and commerce was extremely serious. This is so notwithstanding that there is no evidence of actual consumer loss or harm. I do not consider that the respondents intended such harm. 4.4.3 The circumstances in which the contraventions took place (s 224(2)(b)) 44 Details as to the circumstances in which the contraventions took place are contained in the liability judgment and it is not necessary to repeat those at length here. 45 The First Whooping Cough Article was written at some time during 2009 and published on the Website from 1 January 2011 until 26 April 2012. The banner at the top of the page did not refer to the online shop. However, the article appeared on a page with a toolbar on which the click through button Shop appeared. Visitors to the Website could, by clicking through a series of two or three links commencing with the Shop button, reach a page where they could purchase Drosera which was referred to in the First Whooping Cough Article as a remedy for the prevention of whooping cough. 46 From 20 April 2012, the ACCC corresponded with Mrs Sheffield for the purpose of requesting that the First Whooping Cough Article be removed from the Website. That article was removed from the Website shortly thereafter on 26 April 2012 following a verbal undertaking given by Mrs Sheffield to the ACCC in a telephone conversation on the same day. In line with statements by Mrs Sheffield in the course of that conversation, she always intended to re-upload the First Whooping Cough Article when she had undertaken further research and decided whether any part of it needed to be changed on Mrs Sheffield s instructions. 47 The Second Whooping Cough Article was uploaded to the Website by Mrs Sheffield s son on 11 January 2013 where it remained until around March 2013. This article was a revised version of the First Whooping Cough Article. In the interim, Mrs Sheffield had read some further material. When the Second Whooping Cough Article was uploaded, Mrs Sheffield believed that it could not be accessed outside the members area on the Website. Before accessing material within the members area, a visitor was required to view a disclaimer stating that information on the Website is for general information and education purposes only and to accept a set of terms and conditions. The terms and conditions were exceedingly lengthy and it was highly unlikely that any visitor would trawl through them merely to access another part of the Website for free.

- 16-48 Subsequently, when Mrs Sheffield visited the Website on 15 January 2013 after receiving an email from the ACCC, she saw that the Second Whooping Cough Article was not only visible in the members area, but also on the public area of the Website where it had been accessible for the previous four days. That day, Mrs Sheffield asked her son to remove the article from the public area of the Website so that it would be accessible only within the members area after viewing the front disclaimer screen. Two days later on 17 January 2013, Mrs Sheffield spoke to an employee of the ACCC on the telephone and advised the ACCC that the Second Whooping Cough Article could now only be accessed in the members area on signing an agreement. The ACCC did not at this time say that the Second Whooping Cough Article should be removed. 49 The Government Article was uploaded to the Website on 3 February 2012 where it remained until around March 2013. Mrs Sheffield s motives in uploading the Government Article were in part to advocate for a change in the government s approach. However, they were also to promote her online shop. This article was freely accessible to any member of the public who visited the Website without becoming a member of the Website. In contrast to the First and Second Whooping Cough Articles this article did not refer to any specific homeopathic products. Nonetheless it sought to promote homeopathic remedies in a partial and persuasive tone giving the impression, when read with the Second Whooping Cough Article, that homeopathy provides a safe and effective alternative to the Vaccine. 50 The potential class of consumers viewing the Website, including when the Second Whooping Cough Article was accessible only in the members area, was unlimited. The breadth of persons accessing the Website has already been referred to and included men and women of various ages pursuing a variety of vocations, including the astute and the gullible, the intelligent and the not so intelligent, the well-educated and the poorly educated. 4.4.4 Whether the contravener has shown a disposition to cooperate with the authorities responsible for the enforcement of the ACL in relation to the contravention 51 In removing the First Whooping Cough Article and in responding immediately to the email from the ACCC with respect to the Second Whooping Cough Article by checking the website to see whether its publication was limited to the members area, Mrs Sheffield and through her, Homeopathy Plus, have demonstrated a disposition to cooperate with the ACCC in relation to the contraventions.

- 17-52 Furthermore, in these proceedings Mrs Sheffield and Homeopathy Plus gave an undertaking on 1 March 2013 that, until the final determination of the proceedings, the respondents would cease publishing and remove from the Website the Second Whooping Cough Article and the Government Article, and would not make any statements or representations in trade or commerce to the effect that relying solely on homeopathic treatments without vaccination is a safe and effective alternative to the Vaccine for the prevention and/or treatment of whooping cough, and that the Vaccine: (1) is short-lived in protecting against whooping cough; (2) is unreliable in protecting against whooping cough; (3) is no longer effective in protecting against whooping cough; (4) may not be the best solution for protecting against whooping cough; (5) is of limited effect in protecting against whooping cough; (6) is unreliable at best in protecting against whooping cough; and/or (7) is largely ineffective in protecting against whooping cough. 4.4.5 Whether the respondents have previously engaged in similar conduct (s 224(2)(c)) 53 The respondents have not previously been found by a Court to have engaged in similar conduct. 4.4.6 The size and financial position of Homeopathy Plus and the financial position and other personal circumstances of Mrs Sheffield 54 Mrs Sheffield was diagnosed with a serious medical condition requiring medical intervention early this year which may incapacitate her for some time and affect her capacity to earn an income for an unknown period. Her husband is a paraplegic with significant and multiple health problems and I infer is financially dependent on Mrs Sheffield. Mrs Sheffield is currently his primary carer. 55 Mrs Sheffield gave evidence that any personal financial liability, whether by way of a pecuniary penalty or costs, would be financially ruinous for her and have significant consequences on her family. She also gave evidence that she anticipated that any fine or award of costs against the company would lead to its ultimate winding up and liquidation. 56 Mrs Sheffield s evidence that the proceeding has involved significant financial costs for her is not challenged, nor that part way through the proceeding she was unable to continue to pay